subscribe-integrate-blog

What to Ask Your Paid Lead Generation Partners

By Peg Miller

October 20, 2016

Modern demand marketers know there are many steps to building an effective outbound demand marketing program. Let’s focus on the start of the process, when you’re evaluating third-party lead generation partners to help augment your inbound demand generation programs.

Using third-party partners is a great way to increase overall lead flow and improve the predictability of lead volume coming into your marketing funnel and sales pipeline. By “third-party partner,” I mean an external partner who you pay to provide leads, or contact-level information, on prospective buyers, beyond the inbound leads you’re creating through your own website and landing pages.

Keep Reading

3 Common Top-Funnel Demand Gen Ailments You Can Fix

By David Crane

October 18, 2016

When it comes to demand marketing, a single issue can be a symptom of multiple problems. For example, if website visitors aren’t converting to leads, this can be a targeting problem, a content problem or both.

The right diagnosis often requires more than identifying single issues in a vacuum – you must analyze a wide range of unsuccessful (and successful) efforts holistically if you’re to diagnose the real problem and treat it effectively.

Below are fundamental problems I see demand marketers commonly face.

Keep Reading

5 SlideShare Tips That Increase Reach and Engagement

By Amy Chick

October 13, 2016

If you’ve implemented an effective content marketing wheel, you may have received a solid amount of feedback and optimized marketing pieces for your content marketing strategy. And you may be wondering if it’s really necessary to bring another content channel into the mix. Answer: It probably is.

SlideShare has more than 70 million users, most of whom are involved in the B2B community – and this channel gets 500% more traffic from business owners than YouTube, Twitter or Facebook. So even if you’re ticking along with a successful content distribution strategy, it’s worthwhile to consider repurposing strong content for this platform to maximize reach and engagement.

Keep Reading

How to Survive Any MarTech Implementation

By Peg Miller

October 11, 2016

Avoid these six common pitfalls and help your team survive the challenges of your next marketing technology implementation.

Gartner has predicted that CMOs will outspend CIOs by 2017. IDC predicts CMOs will drive marketing technology spending to $32.3B by 2018. IDC notes that CMOs’ influence has moved beyond traditional spending areas into more parts of the business, as evidenced by the marketing technology map, broken into four main areas: interaction, content, management and administration, and data and analytics.

Keep Reading

2017 Survival Guide for Demand Marketers

By William Anthony

The demand marketing environment is changing so quickly that the rules we play by at the start of a year may no longer apply by the end of that same year. The rapid ascent of account-based marketing’s popularity over the past year or two comes to mind.

Or, think of how quickly the mushrooming MarTech stack has affected our efforts – both enabling and challenging our ability to coordinate or demand generation initiatives.

A recent Scott Vaughan blog post provided valuable tips to grow your B2B marketing career by acquiring the most in-demand skills for 2017. I agree with the importance of those skills, but want to share a different perspective: skills that you can use to survive in this dynamic, sometimes volatile, profession. Here are 7 recommendations to compliment Scott’s perspective.

Keep Reading

The Past, Present and Future of Customer Lifecycle Automation

By Scott Vaughan

When it comes to marketing and the technology we use to automate it, it seems as if we’re still in those awkward, early teen years. Not all parts are in sync during this huge growth spurt. And, in fact, it’s often overwhelming. Adopting new MarTech systems, connecting them effectively and implementing new processes that fully capitalize on these new tools are just some of the challenges we face on a daily basis.

With Dreamforce happening this week in San Francisco, it’s a perfect time to reflect on both recent progress and future challenges around using sales and marketing automation. One thing we know for sure: 100,000+ pros wouldn’t be putting up with the jammed packed chaos of Dreamforce for a week if this automation thing wasn’t driving real business value.

History doesn’t only tell us about the past, it can also be a powerful compass for the future. It’s a good time to ask: Where are we on delivering a fully automated, integrated funnel to generate prospects, acquire new customers and effectively manage these relationships?

Keep Reading

8 Types of MarTech Tools Every Demand Marketer Needs

By Triniti Burton

September 29, 2016

Marketing technology now accounts for 33% of marketing budgets, according to Gartner’s CMO Spend Survey 2015-2016. B2B marketers specifically are investing heavily in tech to automate processes, engage new audiences, gain insights into marketing’s effectiveness and deliver increasingly innovative customer experiences. But there are literally thousands of marketing tools to choose from, and when the MarTech landscape looks like it does today, it’s hard to know where to begin.

At Integrate we have the advantage of working with (and learning from) hundreds of demand marketing pros – customers, partners and friends. Earlier this year, in conjunction with Matt Heinz at Heinz Marketing, we set out to recognize 40 top demand marketing pros, and in doing so obtain a more thorough understanding of what makes a demand marketing rock star.

We asked the Game Changers to list their three most essential marketing tools. Interestingly, there was a lot of overlap. And where there weren’t exact matches, we definitely found consistencies as to the types of tools demand marketers need to have in their toolbox in order to keep up in today’s marketing landscape.

Keep Reading

How to Use Social Selling to Boost Demand Generation

By Peg Miller

September 27, 2016

In A Four-Step Media Strategy That Pays Off, Scott Vaughan gives great tips to put more strategy and discipline into your social media strategy. Today’s top performing salespeople are setting themselves apart from the competition through targeted social selling efforts.

LinkedIn defines social selling as “leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.” LinkedIn is “all in” on this concept, even creating a Social Selling Index (SSI).

As a modern demand marketer, it’s important to consider social selling as yet another channel in your marketing toolbox.

Keep Reading

Is ABM Simply a Signal of a More Significant Shift in B2B Marketing?

By David Crane

We’ve been hitting the account-based marketing (ABM) content pretty hard lately – numerous webinars, blog posts, infographics, white papers and a workbook. But when we get down to it, ABM is just one facet of B2B marketing (albeit a very important one).

I’m a strong proponent of ABM, which makes sense considering Integrate is an ABM technology. However, as I’ve written about before, we shouldn't equate ABM to B2B marketing. (You can read why here.)

More to the point, we shouldn't neglect all the other facets of B2B marketing just because ABM is “so hot” right now. I'm not alone here –  Jeff Siegel (Enterprise Global Demand Gen Strategist at Dell), David Johnson (Director of Product Marketing at Oracle Marketing Cloud) and Scott Vaughan (Integrate’s CMO) all agree.

Keep Reading

Just Media Redefines the B2B Marketing Agency Model

By David Crane

B2B marketing agencies must be much more than just media buyers these days. With all the channels available to engage prospective customers, they must possess not only extensive media relationships and experience, but also the analytical skills and technological know-how to continuously identify which channels are working and why. Tech-enabled, data-driven media expertise is the new agency formula – one that Just Media is pioneering.

The reinvention of the B2B agency model is a result of several factors: primarily the proliferation of MarTech and its adoption by marketers. B2B marketers have developed sophisticated marketing tech stacks that run on a growing amount of data that has inevitably transformed the way they do their jobs. Consequently, media agencies are having to align their tech, data and processes with each of their clients.

Keep Reading
preview-integrate-demand-generation-software